A Partnership with Significant Added Value: DR.SCHNELL Collaborates with Ruhr University Bochum.
DR.SCHNELL is collaborating with the Sales Management Department (SMD) at Ruhr University Bochum and, as of the current summer semester of 2026, is a new member of the exclusive Sales Excellence Circle. This partnership combines research and teaching with real-world practice and offers benefits for students, the company, and its customers and partners.
As a practice partner, DR.SCHNELL brings sales experience to the academic discourse and gains access to the latest scientific findings and research projects. At the same time, the Munich-based family-owned company actively participates in the further development of the sales industry and promotes the transfer of knowledge between theory and practice. DR.SCHNELL uses these new insights to optimally tailor its own sales organization—with more than 120 specialist consultants—to the needs of its customers and partners.
Practical exchange among peers
A highlight of the partnership is DR.SCHNELL’s active participation in Sales Excellence Circle events. To kick things off, Ariane Kreuter, Regional Sales Manager for the South at DR.SCHNELL, took part in a panel discussion on May 21, 2026, during which approximately 40 bachelor’s students were able to ask their questions directly to experienced sales executives. The discussion focused on practical topics such as day-to-day work in sales, women in sales, AI in sales, and potential challenges facing the industry during economic downturns.
As a female executive, Ariane Kreuter not only brings her many years of sales experience to the table, but also sets an example for diversity and equality in leadership positions.
“What has always appealed to me about sales is the creative freedom and the interpersonal interaction. The direct interaction with the students was a great opportunity to gain fresh perspectives while also sharing practical knowledge,” sums up Ariane Kreuter.
Commitment to Building Even Closer Relationships with Customers
A central component of the collaboration is the integration of DR.SCHNELL into the students’ academic education. Going forward, the company will provide support in the form of lectures and hands-on projects, as well as offer students opportunities for internships, thesis projects, and practice-oriented research projects. This fosters a valuable exchange between academia and industry, from which both students and the company benefit.
An Innovative Combination of Practice and Teaching
The Sales Management Department at the Faculty of Economics at Ruhr University Bochum is the only university-based sales department in Europe and is distinguished by its close integration of research, teaching, and professional practice.
Through their partnership, DR.SCHNELL and the Sales Management Department are jointly committed to combining innovative practical experience with modern academic teaching.